15. Sales
We’ve
talked
about
the
importance
of
ge7ng
customers,
it’s
:me
to
explore
how.
Sales,
Marke:ng
and
PR
are
the
trifecta
of
skills
that
will
bring
you
customers
and
help
you
maintain
them.
Sales
is
simply
an
exchange
of
value.
Marke)ng
is
the
art
of
ge7ng
people
interested
in
that
exchange
of
value.
PR
is
about
building
awareness
and
legi:macy
around
your
product
or
service.
The
goal
of
Marke:ng
and
PR
is
to
generate
more
sales.
Sales
is
the
most
important
of
the
three,
but
probably
the
hardest
to
master.
In
this
chapter
we
break
down
the
sales
process
to
it’s
most
fundamental
steps.
The 5 Step Sales Process
When
someone
iden:ﬁes
himself
as
a
salesperson,
you
probably
feel
an
almost
knee-­‐jerk
reac:on
of
dislike.
That’s
because
we
think
of
salespeople
as
schemers
who
want
to
swindle
us
out
of
our
money
in
exchange
for
a
crappy
product.
The
reason
that
people
are
so
averse
to
sales
is
because
too
oHen
salespeople
try
to
sell
us
something
we
don’t
need.
They
don’t
know
our
desires,
or
take
the
:me
to
understand
what
we
really
want.
Sales
in
it’s
purest
form
is
an
exchange
of
value.
If
you
The 5 Step
have
something
of
real
value
Sales Process
Chapter 16: Sales
to
your
customer,
they
will
always
ﬁnd
the
money
for
it.
Nobody
has
everything
they
1. Gain Interest
want.
People
constantly
spend
money
on
a
variety
of
2. Establish Credibility
things;
clothes,
memberships,
food,
entertainment...
3. Establish Need
The
5
Step
Sales
Process
is
4. Offer a Solution
about
discovering,
establishing,
priming
and
5. Have a System for an
selling
people
what
they
Easy Transaction
actually
want.
Gain
Interest
Before
you
start
proposing
an
exchange
of
value,
it’s
important
that
you
gain
the
interest
of
the
poten:al
customer.
If
you
lose
or
fail
to
establish
interest,
your
conversa:on
has
essen:ally
ended
before
it’s
begun.
The
easiest
way
to
garner
interest
is
to
talk
about
what
people
are
most
interested
in:
themselves.
Listen
to
what
they
say,
and
oﬀer
posi:ve
feedback
to
ac:vely
show
you
are
paying
aOen:on
to
them.
It
can
also
be
as
simple
as
complimen:ng
them,
or
commen:ng
posi:vely
on
Chapter 16: Sales
something
they’ve
accomplished.
This
fosters
an
instant
sense
of
rapport.
Most
people
think
and
worry
about
three
main
things:
health,
love
and
money.
Learn more about You
can
almost
gaining interest always
grab
with this handy their
aOen:on
eBook and lecture by
resona:ng
on the art of with
one
of
these
persuasion. three
deep-­‐seated
concerns.
Establish
Credibility
In
order
to
cul:vate
trust,
you
need
to
establish
a
sense
of
credibility.
Only
do
this
aHer
you’ve
gained
interest;
don’t
start
oﬀ
by
talking
about
your
accomplishments
or
experiences.
Once
the
person
is
interested,
however,
you
can
establish
credibility
one
of
two
ways.
1. The
ﬁrst,
is
through
past
accomplishments
or
past
experiences
that
jus:fy
your
competence
in
that
area.
Chapter 16: Sales
2. Aside
from
your
achievements
(and
possibly
even
more
importantly)
is
your
certainty
and
conﬁdence.
So
much
of
someone’s
success
can
be
deﬁned
by
their
transparency,
trustworthiness
and
conﬁdence.
If
sales
is
an
exchange
of
value,
think
of
your
certainty
as
a
form
of
currency
that
you
can
trade.
People
ﬁnd
incredible
value
in
someone
certain
and
genuine.
If
you
have
yet
to
achieve
many
relevant
experiences,
your
certainty
in
what
you
can
oﬀer
or
accomplish
is
worth
almost
more
than
that.
Establish
Need
In
some
ways,
women
are
much
beOer
at
this
step
than
men.
There
are
excep:ons,
of
course,
but
in
my
experience
I’ve
found
that
women
are
beOer
at
understanding
and
establishing
need.
Think
about
when
you
have
a
rough
day,
and
you
just
want
somebody
to
listen
to
your
experience
and
show
that
they
understand
your
frustra:on.
Men
will
usually
immediately
try
to
ﬁx
a
problem,
some:mes
before
they
truly
understand
the
situa:on.
When
you
don’t
believe
the
person
you’re
speaking
with
truly
understands
where
you’re
coming
from,
you
will
lose
interest
in
the
conversa)on
altogether.
Chapter 16: Sales
“Understanding”
can
be
as
simple
as
listening
closely
to
someone,
and
then
repea)ng
what
they’ve
told
you.
Don’t
say
“I
understand.”
Don’t
try
to
oﬀer
advice,
or
try
to
ﬁx
it.
Simply
respond
by
saying
“It
sounds
like...”
or
“it
seems
like...”
and
reiterate
their
feelings
and
thoughts
back
to
them.
In
that
moment,
the
person
you’re
listening
to
will
feel
a
sudden
weight
oﬀ
their
shoulders,
and
think
“ﬁnally,
somebody
understands
me!”
It
is
only
at
this
point
that
people
will
actually
listen
to
your
solu:ons,
and
you
can
establish
their
need
for
your
product.
You
may
know
from
the
get-­‐go
what
a
person
needs,
but
un:l
they
feel
like
you
truly
understand
them,
what
they
want,
and
how
they
feel,
it
doesn’t
maOer.
Oﬀer
a
Solu:on
Once
you
feel
like
you
really
understand
somebody’s
need,
you
simply
oﬀer
a
product
or
service
that
fulﬁlls
that
need.
You
should
not
be
pushing
your
product
on
somebody,
you
should
be
presen:ng
a
solu:on
that
you
can
conﬁdently
say
fulﬁlls
their
needs.
Have
a
System
for
an
Easy
Transac:on
The
only
other
step
which
can
prevent
a
sale
is
a
diﬃcult
transac:on.
Once
the
person
is
convinced
of
the
value
of
your
product
and
ready
Chapter 16: Sales
to
purchase,
make
sure
to
immediately
facilitate
the
transac:on,
simply
and
eﬀec:vely.
Here
are
some
approaches:
Online Over the Phone In Person
Make sure the “Great, let’s get “Let’s step into
amount of your credit my ofﬁce and
steps to the card number sign some
credit card now, so we papers, and I’ll
page is can have this get you out of
minimal, and shipped to you here with your
very easy to within the next (item) right
follow. 24 hours.” away.”
Prospecting
Create
a
Sales
Funnel
The
goal
of
sales
is
to
match
people’s
needs
with
appropriate
solu:ons,
but
everyone
has
diﬀerent
needs.
So
it
logically
follows
that
not
everybody
will
have
a
need
for
your
product
or
service.
Prospec)ng
is
simply
a
process
of
discerning
who
your
poten:al
customers
are,
and
crea:ng
a
ﬂow
for
oﬀering
your
product
to
those
people.
Your
goal
as
a
salesperson
is
to
create
a
wide
enough
funnel
to
keep
Chapter 16: Sales
this
inﬂux
of
poten:al
customers
growing.
It
may
require
phone
calls,
crea:ve
marke:ng,
emailing,
in-­‐person
ques:ons—whatever
it
takes,
be
sure
to
keep
that
funnel
of
poten:al
customers
wide.
1
out
of
10
Qualiﬁed
People
Will
Buy
The
reason
your
sales
funnel
needs
to
be
wide
is
that
only
1
out
of
10
of
the
people
who
need
your
product
will
actually
buy
it.
This
is
true
across
mul:ple
industries,
no
maOer
what
approach
you
take
to
marke:ng.
It
will
be
diﬃcult
pu7ng
in
a
lot
of
work
only
to
hear
“no”
9
:mes
out
of
10,
but
if
you
are
conﬁdent
your
product
matches
people’s
needs
and
you
keep
this
ra:o
in
mind,
it
will
get
beOer
moving
forward.
If
you
s:ll
dislike
the
idea
of
sales,
it’s
probably
because
of
one
of
the
following
reasons:
The 2 Reasons People Dislike Sales
1. You are forcing a product on customers
If
you’re
a
decent
person,
it
feels
wrong
to
tell
people
they
should
buy
a
product
that
they
actually
don’t
need.
If
they
don’t
Chapter 16: Sales
need
it,
you
shouldn’t
be
selling
it
to
them.
2. You don’t believe in your product or service
Once
you
iden:fy
what
somebody
needs
and
know
that
your
product
oﬀers
a
viable
solu:on,
you
should
be
eager
to
oﬀer
it
to
them.
If
not,
you
don’t
believe
in
the
usefulness
of
your
product.
Nobody
would
outsource
sales
if
customers
simply
said
“I’m
interested
in
your
product,
how
much
do
you
want
for
it?”
Then
you’d
love
sales!
It
sounds
outrageous,
but
if
you
prove
that
you
understand
what
people
need,
and
oﬀer
a
great
solu:on
for
it,
they
will
start
to
do
this.
Resources Recap
•
Sales
Techniques:
From
Pitch
to
Close
(course)
•
Sales
Process
•
5
Step
Sales
Process
(video)
•
Sales
Templates
(legal
document
Package)
•
How
to
Persuade
People
(eBook)
•
How
to
Persuade
People
(lecture)
•
Sell
Ideas,
Not
Products
(video)
Chapter 16: Sales
•
The
Importance
of
Hiring
Salespeople
(video)
•
Don’t
Hire
Salespeople
too
Fast
(video)
•
Prospec:ng
•
Prospec:ng
Sales
Ques:ons
(video)
•
How
to
Triple
Sales
(video)
•
How
to
Enjoy
Prospec:ng
(video)